
Fitting into e-commerce
I've spent most of the past 30 years working in independent large-size womenswear, and I had my own plus-size retail business for 22 years. To achieve a perfect result each time we fitted every one of our customers, altering more than half of all the fashion we sold. So I have undertaken many thousands of fittings, gathering so many measurements that it's hard to estimate their number.During these fittings there was a friendly, fun atmosphere; it was cool, comfortable and private. We had a laugh, but when customers knew that I was trying to perfect their clothes, they realised that this was a serious business.
Our customers were usually stunned by the results of having clothing specially tailored, and many of them wrote to us in gratitude: Emma Plus testimonials.
I love accuracy and fit, but I have no respect for the measurements and sizes that can cause stress. I don't care what size a person takes, and I am passionately against any kind of sizeist hierarchy. Every generation has its own preferred fit: today's young girls have their own style, and it was our job to 'get' people.
The good news is that it will soon be possible to accommodate women of every size from 'mainstream' to plus-size in e-commerce, with fashion that fits just as beautifully as I was able to achieve in a bricks-and-mortar store. In the meantime, while we are perfecting the AI fitting that will give us the fashion we deserve, in the styles and fits that suit our needs, I may be coming to somewhere near you.
I am part of a team tasked with finding out the sizes and shapes of plus-size womenswear customers. So, should our paths cross, if you are a larger woman, I may ask you if I can record some of your measurements.
I promise that it will be a perfectly pleasant experience, that it will be over in a jiffy, and that we will have a bit of a laugh even though it's a serious matter. We have a job to do to there are few things more serious than the business of getting gorgeous clothes for ourselves. I'm hoping that you will help.
I love accuracy and fit, but I have no respect for the measurements and sizes that can cause stress. I don't care what size a person takes, and I am passionately against any kind of sizeist hierarchy. Every generation has its own preferred fit: today's young girls have their own style, and it was our job to 'get' people.
Now I have moved into a new exciting arena that of e-commerce fitting. This is something that someone like me... an old timer who has had decades of hands-on experience of larger bodies... needs to embrace to help solve the dreadful fit problems that have plagued this young branch of the fashion industry. It's my opportunity to take the inequality, embarrassment, inconvenience, waste, frustration, disappointment, irritation and expense of buying plus-size clothing online and do my bit to help solve these problems, once and for all.
The good news is that it will soon be possible to accommodate women of every size from 'mainstream' to plus-size in e-commerce, with fashion that fits just as beautifully as I was able to achieve in a bricks-and-mortar store. In the meantime, while we are perfecting the AI fitting that will give us the fashion we deserve, in the styles and fits that suit our needs, I may be coming to somewhere near you.
I am part of a team tasked with finding out the sizes and shapes of plus-size womenswear customers. So, should our paths cross, if you are a larger woman, I may ask you if I can record some of your measurements.
I promise that it will be a perfectly pleasant experience, that it will be over in a jiffy, and that we will have a bit of a laugh even though it's a serious matter. We have a job to do to there are few things more serious than the business of getting gorgeous clothes for ourselves. I'm hoping that you will help.